In my consulting endeavors for large companies, I have often observed disdain and sometimes even contention between marketing and IT.  Even though they both support the same common business objectives, it seems that neither one believes that they can be effective partners in the process.  And now with the move toward a higher concentration of digital marketing in the mix, IT believes that it should be the one in the driver's seat.  The real question here is:  who's driving the strategy?  And without a command directive from the supreme leader (i.e. CEO, President, etc.), strategy and tactics will go their own way churning up time, resources, and energy.

This one is a favorite. I'm all for anyone learning new stuff.  You're probably smart enough to learn anything you need to succeed online, but don't kid yourself, learning is hard work. If you're not already an experienced internet marketer, my advice is to seek professional help sooner rather than later. You can still learn the nitty-gritty, but you'll learn it a lot faster with a pro by your side, and save both time and money in the long run.